“泰味”短片破圈，中国车企更会“对话”了

Core Viewpoint - Changan Automobile has launched its first overseas new energy vehicle production base in Thailand, marking a significant step in its global expansion strategy [1][13]. Group 1: Factory Launch and Cultural Integration - The Changan Automobile factory in Rayong, Thailand, officially commenced production on May 16, 2025, and is designed to serve the global right-hand drive market [1][13]. - The company released three promotional videos titled "Thai Speed," "Thai Understanding," and "Thai Comprehensiveness," showcasing the factory's features and integrating local cultural elements [1][12]. - The videos were created in collaboration with a local Thai team, emphasizing the importance of respecting and understanding local culture in global marketing strategies [3][9]. Group 2: Global Communication Strategy - The promotional content was disseminated through both local Thai social media and Changan's global channels, aiming to create a cohesive narrative that resonates with both domestic and international audiences [10][12]. - The strategy reflects a shift from a one-way communication model to a more interactive global dialogue, enhancing brand engagement with local consumers [12][14]. - The videos highlight the factory's capabilities, such as localized production speed, flexible manufacturing, and overall manufacturing strength, while fostering emotional connections with global users [13][14]. Group 3: Evolution of Brand Strategy - Changan's approach signifies a transition from "trade going abroad" to "industry going abroad," showcasing its full manufacturing capabilities in Thailand [13]. - The company aims to evoke national pride among domestic audiences while reinforcing its image as a global brand for international consumers [12][13]. - The strategy embodies the principle of "In Thailand, For Thailand," focusing on local narratives to enhance global resonance [12][14].